Emirati brothers bring entrepreneurship to fast food with opening of ‘Wild Peeta’ in Dubai

Supported by the Mohammed Bin Rashid Establishment for SME Development

The Emirati brothers Mohamed and Peyman Parham Al Awadhi, members of the Mohammed Bin Rashid Establishment for Small and Medium Enterprises Development, have recorded a qualitative breakthrough in the field of fast food by creating a closely-guarded recipe for the ubiquitous Arabic sandwich, shawarma. The new meal is gaining fast popularity in the UAE.

The Al Awadhi brothers opened Wild Peeta, their joint venture fast food restaurant specialized in “Fusion Shawarmas”, in Dubai recently. This reiterates the success and power of innovative ideas by young UAE Nationals in the country’s SME sector.

The secret recipe for ‘Wild Peeta’ Fusion Shawarmas went through several tests to make sure that it is in line with the highest international food quality standards. After the Wild Peeta owners made sure that all standards are met, they announced that they own the legal rights to this special meal. Wild Peeta Fusion Shawarmas are expected to become one of the very well known shawarmas globally because of the unique home-made sauces added.

His Excellency Abdul Baset Al Janahi, CEO, and Mohammed Bin Rashid Establishment for SME Development, said: “This qualitative step in the fast food industry reflects the ability of National talent to develop their own imprint in the SME sector. When we evaluated this project we were committed to ensure that the Wild Peeta special recipe follows the international standards of food quality and that it can compete at both local and international levels.”

“We congratulate the Al Awadhi brothers for conceptualizing and opening Wild Peeta, a truly imaginative idea that also builds on our culinary heritage. We fully support young national entrepreneurs – not only through venture capital but also by endorsing their creative ideas and helping them convert their dreams to reality.”

“MBRE’s focus on strengthening UAE national entrepreneurship in the small and medium business sector reflects the vision of His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President, Prime Minister and Ruler of Dubai, to provide an ideal growth environment to attract young business leaders and help them to participate in developing the business sector in Dubai and the UAE,” Al Janahi added.

“Wild Peeta symbolizes our life story. Our father worked in the toy business but as young kids, Mohammed and I were always recommend to our father to also venture into the restaurant business. We carried this dream close to our hearts and took ourselves seriously. Before getting our Marketing Degrees at US Educational Institutes, we were fortunate to get training in elite Hotel Chains. That and our combined 23 years of work for multi-national companies made us even more determined to have our own restaurant enterprise,” said Peyman Parham Al Awadhi, Co-founder and Managing Partner, Wild Peeta.

“In 2001, we started taking serious steps to accomplish our dream. We created our brand name and registered our web-site. However, lack of finance and support were the main barriers that stopped us and we had no choice but to put the idea on the backburner. In 2007, we approached the Mohammed Bin Rashid Establishment for SME Development with another idea. Coincidentally we mentioned the concept of Wild Peeta, which sounded very appealing to the executives at MBRE. We were called for a few meetings and to conduct a presentation to the MBRE board. A few weeks later and to our surprise, we were informed that our project was accepted. From here the Wild Peeta started on solid ground,” he said.

The Wild Peeta brand reflects the UAE culinary tradition as well as other cultural aspects including the restaurant design which includes pop art portraits created by UAE artists representing young National characters.

There are four dimensions to the Wild Peeta brand: Iconic UAE – which consists of all that embody the United Arab Emirates; UAE Sports – any sporting activity engaged in by young Emiratis; UAE Music – music that young Emiratis perform or listen to; and UAE Art – art form created or appreciated by young Emiratis.

Explaining the role of MBRE in this project, Mohamed Parham Al Awadhi, said: “Thanks to MBRE we see Wild Peeta as an established business today. A few years back we had an idea but did not know how to make it happen. MBRE helped us overcome all barriers and facilitated the launch of our restaurant. From day one, their support was not limited to financing, but also in the approvals process, consultation and follow ups. With MBRE’s assistance, we were able to develop our ideas and shorten the efforts of many years.”

“We are blessed to live in a country where the rulers understand the active role SMEs play in the economic growth,” he said.

The Al Awadhi brothers said they are determined to take their dream further and to extend their business world wide. They encouraged other young Nationals to set clear goals, follow their ambitions, work hard in order to launch innovative projects, and manage their initiatives with good will and determination to serve the community.

About Mohammed Bin Rashid Establishment for Small and Medium Size Enterprises Development:
In September 2009, His Highness Sheikh Mohammed bin Rashid Al Maktoum, UAE Vice President & Prime Minister and Ruler of Dubai issued Law No.23 of 2009 concerning the Mohammed Bin Rashid Establishment for Small and Medium Size Enterprises, recently renamed the Mohammed Bin Rashid Establishment for Young Business Leaders.

The law defines the goals of the establishment for strengthening Dubai’s position as a centre for entrepreneurship and allows for the setting up of projects which encourage entrepreneurship and the innovative ideas of youth. This move seeks to motivate youth to work, as well as to pursue economic activity, such as the development and organisation of programmes and initiatives.

About Wild Peeta:
Wild Peeta is a Dubai-based Quick-Service-Restaurant (QSR). It primarily sells products such as Wild Peeta Sandwiches (fusion Shawarmas) and Wild Paradise Salads. Wild Peeta dishes are prepared on the spot to achieve the highest level of freshness and taste.